Without Excuses

Lifestyle Company

Background

Without Excuses is a combination of a very charismatic figurehead and revolutionary ideas of how we can best live our lives. When the company approached [whitepenny] to help them launch a truly unique platform, it knew that Without Excuses was an attitude and a lifestyle, but the company also knew that it needed a way to package these ideas up into a cohesive company presence.

Approach

Everything about Without Excuses is aggressive, from the name right down to the philosophies for which it stands. With this fundamental brand approach already defined, the task was to find ways to deliver that message to the company's various constituencies. The strategy that was adopted was to connect the audience direclty with the core of the company - namely its founder, Joe Watson. An engaging web strategy was implemented that gave users a taste of Joe - who he is and what he is all about. By combining a myriad of web elements, from video to animation, the site was able to serve as an online representation of both the company's message and values as well as its overall avante garde style. The company has since been able to leverage its strong personality into a range of mediums, from books to national television commentary.